Sometimes marketers can be their own worst enemies. 

Every new marketing innovation, new martech tool or social media platform is promised (usually by marketers) as having ‘life-changing’ benefits for you and your business. It’s a wonder that with the ‘mind-blowing’ advantages that we all have access to that we’re not billionaires by now…

The trouble is that hyperbole doesn’t just make it difficult to make an informed choice. The overuse of superlatives, hyperbole, and exaggerated claims damage the trust, credibility, and ultimately sales, of the brands using it.

At times we can all be tempted to reach out for that extra superlative… but we should resist the temptation of going ‘over the top’. Here’s why:

1. Consumer scepticism increases with overclaiming

• Consumers are more likely to disbelieve claims that sound too good to be true, especially when they have low involvement or low brand familiarity
• Overstatements trigger defensive scepticism, making people more resistant to persuasion
• Consumers perceive brands using superlatives excessively as less sincere, especially in categories that rely on trust and reliability (e.g. health, finance, safety)

2. Vague or extreme language reduces believability

Generally, people don’t believe ‘unwarranted’ claims. Claims need proof or specific evidence to be persuasive.

• Consumers respond better to concrete evidence and specific benefits than to generalised claims
• ‘Unwarranted’ superlatives decrease purchase intent because they lack any real value in helping to make a purchase decision

3. Exaggerated marketing erodes credibility

• Overhyped messages in digital advertising resulted in lower click-through rates and reduced consumer trust, particularly among sceptical or educated audiences
• Ads with terms like ‘best ever’ performed worse in A/B testing versus those with more modest, credible language (e.g. ‘trusted by over 1 million users’)

4. Consumers are savvy -  they spot and distrust ‘marketing speak’

Today’s consumers value transparency and authenticity over exaggerated claims. Millennials and Gen Z tend to punish perceived insincerity and are skilled at spotting ‘marketing speak.’

The Edelman Trust Barometer (2020–2024) identified that:

• One of the top trust factors was: “Honest communication about products and services”
• Brands seen as ‘overly promotional’ suffer from lower trust scores and brand disloyalty

5. Our brains react differently to ‘overhyped’ language

Neuroscience research by Nielsen Neuro found that:

• Exaggerated claims elicit greater cognitive dissonance, especially when they’re inconsistent with prior experience.
• Realistic, grounded statements activate reward-related areas of the brain more reliably than unbelievable hype.

How to create effective marketing copy

Focusing on the four principles below will help you create effective copy for your products and services.

1. Show how your product or service adds value to the lives of consumers.

Demonstrate how your product or service makes people’s lives better or easier, how it solves a pain point or fulfils a desire.

2. Clearly and simply communicate what’s different about it.

Let people know what’s unique about your product or service, what makes it stand out from the crowd.

For principles 1 & 2 above and for all communications:

3. Use specific, clear language

Being specific - and avoiding vague superlatives - increases credibility and helps build trust, especially where claims are backed up with ‘evidence’(e.g. numbers or testimonials).
Using quantifiable benefits (when possible) will enhance trust and credibilty e.g. ‘Saves you 10 hours per week’ or ‘Trusted by 200,000 professionals’

4. Match your tone and messaging to the audience’s mindset

Write descriptions that engage directly with the reader’s goals, fears, or desires.

• Use empathetic language that mirrors your target audience’s real-life situations or inner dialogue
• If your customer is problem-aware, lead with the solution
• If they are solution-aware, lead with the differentiator

Tailor messages to the buyer stage in the customer journey e.g.

• Early-stage: Educate and relate to pain points
• Mid-stage: Differentiate with benefits and comparisons
• Late-stage: Reassure with proof, guarantees, and social proof

Marketing hype - summary

1. Exaggerated claims erode trust and credibility
Overuse of ‘hype’ triggers consumer scepticism, reduces perceived sincerity, and negatively impacts brand trust - particularly in sectors where reliability is key.

2. Specific, evidence-based messaging is more persuasive than vague superlatives.
Consumers much prefer clear, quantifiable benefits supported by evidence or (social) proof.

3. Authenticity wins in a sceptical marketplace.
Modern audiences, especially Millennials and Gen Z, value honesty, relevance, and empathy. Tailored, transparent communication builds trust and drives more meaningful engagement.